Sir Mo Farah Joins Buxton and Mind to support the nation, as over a third (35%) say their mental wellbeing this winter is worse than previous winters
Sir Mo Farah Joins Buxton and Mind to support the nation, as over a third (35%) say their mental wellbeing this winter is worse than previous winters.
New research reveals this winter is set to be the most challenging for mental wellbeing. Olympic legend Sir Mo Farah partners with Buxton Water and Mind on a year-long mission.
Olympic legend Sir Mo Farah, Buxton Natural Mineral Water, and national mental health charity Mind have united to champion physical and mental resilience in a year-long collaboration. The launch comes at an important moment, as new research highlights that this winter is shaping up to be a particularly significant time for mental wellbeing, with over a third (35%)[1] of the nation admitting they feel worse compared to previous winters.
Encouragingly, the start of the year sees Brits setting positive intentions to move more and look after their health, with 43% having set resolutions related to physical activity in the last five years. Yet many are finding it hard to stay active during the winter months (38%)[2]. With early January seeing chilly subzero temperatures, those who find it hard to stay active in the winter months cite the cold weather the biggest challenge (78%). While dark mornings and nights (61%), lack of motivation (45%) and feeling low or anxious (30%) make up the top four reasons. Feeling lonely or isolated in the winter months is also an issue for a fifth (20%) of Millennials who find it hard to stay active in the winter months, highlighting just how important the right support can be.
By addressing these barriers and making small, achievable changes, Buxton, Mind and Sir Mo Farah are on a mission to help improve the nation’s overall mental wellbeing. Simple habits from staying active in ways that feel manageable, to maintaining good hydration* can play a valuable role in supporting both physical and mental health throughout the winter months and beyond.
Buxton has announced that Sir Mo Farah is joining the next stage of the Buxton “Sweat and Tears” campaign. Together with long-term partner Mind, Buxton is committed to helping break down the barriers that so many face every day, inspiring a year of movement and hydration, and supporting more than one million people through events and services between 2024 and 2026.
Sir Mo Farah said: “I know first-hand the incredible benefits that exercise and hydration can have, not just on your physical health, but crucially on your mental wellbeing. It’s not always easy to get out there, especially in these darker months, and that’s why I’m so passionate about Buxton and Mind’s ‘Sweat and Tears’ campaign. It’s about empowering everyone to find their movement and understand that it’s okay to have days when you struggle. Staying active and maintaining good habits, including proper hydration, are vital for both a healthy body and a healthy mind, and it’s important to know there’s support available.”
The Buxton and Mind partnership aims to re-ignite the nation’s motivation, providing practical tools and inspiration to overcome common barriers to exercise. The new research reveals over half (52%)[3] of Brits say they don't drink enough water in a day, despite almost three-quarters (72%)[4] knowing how important drinking 2 litres a day is for their mental wellbeing. The campaign spotlights the crucial link between physical activity, hydration and mental health.
Warren Plaskett, Head of Marketing, Nestlé Waters & Premium Beverages UK, added, “We are thrilled to have Sir Mo Farah lead the charge for ‘Sweat and Tears’ this year. His dedication and understanding of both physical and mental resilience perfectly embody what this campaign is all about — staying active, staying hydrated and supporting mental wellbeing. We are committed to helping people find their stride, supported by hydration and accessible mental health resources.”
A Year of Movement and Support
Sir Mo Farah will be partnering with Buxton Water and Mind on several campaigns throughout the year to spread this important message. A second campaign will launch in the Spring.
As part of its ongoing commitment, Buxton is donating £500,000 over three years to Mind to help significantly increase access to vital mental health support services across the UK.
To learn more about the “Sweat and Tears” mission and access supportive resources including key exercise and hydration tips, visit: www.buxtonwater.co.uk/act-hub
